As television has suffered, several brands withdrew from last year’s IPL, and only 86 brands joined this year.
According to the most recent BARC data, the number of advertisements on television has decreased by 42% in the first 29 matches of the current season. According to the stats, the IPL has only attracted 47 advertisers on TV this year. In the previous season, this figure was 81.
The number of businesses and categories that advertised on TV during this season reflects lower advertiser interest. According to the BARC study, only 37 categories have advertised on television this season, representing a 35% decrease in categories advertising on television this year. Last year, until the first 19 matches, 57 categories were marketed on television.
As a result, the number of brands advertising on TV has decreased, with only 86 brands joining this year. In 2022, the IPL saw 136 brands advertise on TV, a 36% decrease from this year. Brands like CRED, PayTm, Swiggy, Acko, and Byjus, which gambled heavily on TV until last year, are absent this season.
On the other hand, the number of marketers and sponsors for the ongoing IPL season has increased significantly on digital. According to sources, digital now has 26 streaming sponsors compared to 13 on TV, making it the most sponsors for any athletic event in the country across media.
